Ever wonder why non profit organizations don’t seriously tap into big media to talk about what they know and do? I’m convinced it’s only because they don’t fully understand that media is really interested in causes. And help organizations are all about causes. All you have to do is connect the dots – and voila – serious coverage of your non profit organization’s content.

But beware - shameless shilling for your organization won’t work. You need to establish yourself to major media as what you are: A subject matter expert who can talk anecdotally about the social and environmental challenges of the day!

Reporters are interested first about how what you have to say helps context other big stories they’re working on. Sometimes you can actually be at the very center of that big story if you have successfully identified a trend, new problem, new solution, or major initiative that has high value for a newspaper. However, you need to stay away from things that are big to you but – because of the press of urgent matters of the day - has no value to a general readership or viewership of a media property.

Nonprofit organizations need to control their urge to talk too much about activities rather than real happenings. Give yourself a test: Read today’s paper, while being aware of which items you skip past. I’m willing to bet the “garden club annual meeting” won’t be something you linger on!